tickets now. Enrollment is now open for my course, buy today. You know when you check your mailbox, and you get a bunch of flyers or coupons, or letters prom- ising better internet? And then, if you are like me, you proceed to dump all of that into the recycling bin beside the mailboxes? Well, when I open up my social media, I don’t want to see promotions like that. Spamming your audience with daily promotions is a quick way to the unfollow bin. A good rule to follow is the 80/20 rule. And this means that you are sharing 80% valuable content, such as tips, stories, personal things etc, and then 20% can be on the promotional side. 5. CONTENT DUMPING The last habit I want to discuss is content dumping. As for a definition: content dumping. Verb. The phenomenon of publishing content and wishing for engagement, but not sticking around long enough to respond to comments or questions. This term can also extend to mean not engaging with any other posts either. Ok, I made up that definition. I used to like that game Balderdash. But the point is – if you are looking for engage- ment, it’s a give and take kind of situation. If you are expecting your audience to comment on your posts, you need to be there to respond to that. This builds more trust. If you prompt them to ask a question, and you never answer it or respond, then you lose trust. Take the time to respond to any comments. Even something as simple as a thank you can go a long way (although bonus points for something more specific). And while you are there. Take the time to comment on the posts of others. Social media is a 2-way street. Its important to show others that you care if you want them to return the favour.
you need to post something, so you post some- thing crappy just to say you did. 2. HIDING BEHIND YOUR PRODUCTS AND SERVICES Your potential customers need to know what you offer, and how you can help them accomplish their goals. That’s a given. But to move your audience from potential customer, to paying customer, they need more than just that. Your audience has options – there are lots of companies out there offering the same thing, or something similar. This is where it’s important to share about yourself beyond what you sell. This helps your audience connect with you, start building a relationship with you, and you will eventually gain their trust. That connection point is far too often overlooked by entrepreneurs. Most of us could do a better job when it comes to this – myself included. 3. NOT BEING CRYSTAL CLEAR ON WHO YOU ARE TARGETING In your business, it’s important to be clear and specific about who it is you want to work with. And really, this is your decision, you can work with whoever you want to work with. BUT you can’t work with everybody, and even less so, you can’t target everybody. When you try to target everybody, or if you are generally too broad in whom you are trying to attract, your message gets diluted, AND your content is much less effective. Your audience will be more inclined to work with you when you are talking directly to them. But the broader you try to go, the less people feel like you are talking directly to them. So, specific is always better. 4. BEING A DIGITAL BILLBOARD
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FEBRUARY 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
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